As we work to bring even more value to our audience, we’ve made important changes for those who receive Ad Age with our compliments. As of November 15, 2016 we will no longer be offering full digital access to AdAge.com. However, we will continue to send you our industry-leading print issues focused on providing you with what you need to know to succeed.

If you’d like to continue your unlimited access to AdAge.com, we invite you to become a paid subscriber. Get the news, insights and tools that help you stay on top of what’s next.

T-Mobile Doubles Down on 'Carly' Web Videos

Huge Increase in Views Indicates Paid Promotion at Work

The T-Mobile video debuting its pitchgirl Carly's harder edge, black-leather makeover has hung out toward the bottom of the Viral Video chart, but shot up to No. 1 this week. What changed? Likely a flurry of paid spots on sites such as Huffington Post, YouTube, Facebook and Wired. (Not to mention incessant rotation on TNT during the playoffs, as any NBA fan can tell you.)

Visible Measures says it hasn't uncovered many copies and derivatives of the video, which typically indicates sharing among viewers is relatively low.

The spot kicks off T-Mobile attempt at a comeback after mass subscriber defections in the fourth-quarter and AT&T's failed attempt to acquire the wireless carrier. The ad blitz, which trades Carly's cute pink dresses for biker leather under the tagline "No More Mr. Nice Girl," is thanks to $200 million in additional spending for the brand.